The Co-operative Group is planning a new campaign to promote its legal services to food shoppers in its 3,000 supermarkets nationwide.

The news came as the group, which aims to be one of the first alternative business structures, told the Lawyers Gazette that it believes ‘the die is cast’ for legal services reform, no matter which party is in government after the election.

The advertising campaign will see the Co-op’s legal services division promoted for nine weeks in an initiative that will include the use of in-store radio and animated till screen displays.

The group aims to increase awareness of Co-op Legal Services by 5%, matching the success of a similar campaign run last year.

Co-operative Legal Services managing director Eddie Ryan said the division had increased the number of solicitors and Institute of Legal Executives staff it employs by a third over the past 12 months, and is continuing to recruit. It currently employs 37 solicitors.

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